It feels like it's been coming forever, and in an odd way, it just might have been. 

When the news division of Warner Bros. turns out the lights tonight, it’s the end of an era. 

Or, an era. The simple truth is TV3 news never quite cut it and the history of fiscal dysfunction is the major reason why. 

Some of it was their own doing. Some of it was the unluckiness of who owns you, why they own you and whether they are as invested as they might have been in different circumstances. 

TV3 never really got off the ground properly. 

They did a lot of good things. They brought genuine competition to the market, shook up the presentation and reportage of news a bit and discovered some very good personality-based talent. But at no time did they do what really needed to be done. 

Rate. 

They never toppled the main player in TV1. They made a dent or two. When they focused on specific demographics they made some big dents. But it never quite crossed the line in terms of the zeitgeist. 

They never changed the landscape to the point where they were the champions or the kings of the hill. 

They always remained the plucky little competitor, even years after that moniker became absurd, given they’ve been around the place for decades. 

You can only run the "new kid in town" line for so long. 

Of course it’s a credit to TVNZ who held them off. Not that they will be celebrating. The same way Newstalk ZB didn’t celebrate when we saw off a series of radio stations set up and designed to take us down or out. 

Competition is a good thing and as of tonight, although Stuff will to a degree be taking over, it won't be the same. It doesn’t have the resource or the level of televisual expertise. 

We wish them well of course. The landscape, in terms of terrestrial television, is shocking so all are more than welcome to keep the dream alive. 

But media is a brutal business that became even more brutal with the internet and streaming and the world shrinking. You either get an audience and monetise it, or you don't. 

It's sad, but emotion never paid the bills.